Thalia Surf Shop owner on business trends, more

Your store carries a lot of brands traditional surf shops don't - more up-and-coming, boutique brands. How are shoppers responding?

Nick: Yes, we try to offer something different to our customers. I feel that is why we are still around.

There is a difference when you walk into a store that is really nice but has all the major brands.

When you walk into our store, it's more interesting to check it out and see what’s new out there.

How important is your online store to your overall business?

Nick: Our online store is a big part of our success. It has been a great marketing tool and has transitioned into a large part of our sales.

We take pride in our online store but or passion is the retail store. Together they are very important.

I remember hearing that the building you are in changed hands. Has that impacted you at all?

Nick: Yes, this has been the single most challenging part. Leases! Our lease more than doubled in 2008 when the building sold to new owners. So, we have had to take a big look at our business and make sure it was all worth it. We have made big changes and so far everything is working out.

Any brands on fire in the store that we should keep our eye on?

Nick: All of our brands do well. We make sure that they all work together. We have a great relationship with them and work closely to achieve good sell through.

One brand that is doing really well for us is Vans. They are our largest vendor we work with, but have been doing some great things.

Vans has done a great job in servicing us at a retail level. Trading out stock, great window displays and reps stopping by once a week.

Also they have been doing special shoe and apparel projects with artists and surfers that are only distributed to a few shops. Sell through on those have been great.